Marriott, for instance, has seen an increasing inclination towards the use of direct methods by offering better rates and value-added services. Ramesh Darayani, Vice President (global sales, Asia-Pacific) at Marriott International, said the company revamped its loyalty programmes last year and began providing the best available rates, which were cheaper than what aggregators offered, apart from enhanced complimentary services. “This has helped us to attract more traffic to our own website, thereby resulting in a savings of up to 50 per cent when booked directly,“ said Darayani. “Hoteliers these days are focused on providing the best available rates to the customers, which is approximately 10-20 per cent cheaper - that is the average commission taken by the online hotel aggregators,“ said rating agency Icra's Vice President Pavethra Ponniah. Get the full story at The Economic Times